Research from Texas A&M University highlights how robust marketing practices can empower American manufacturers to cope with the influx of Chinese imports. Dr. Nandini Ramani's study emphasizes the importance of marketing leadership, strategic differentiation, and customer relationships as essential tools to combat import competition. With the increasing importance of global trade, marketing is essential for understanding customer needs and enhancing firm resilience. Instead of relying solely on tariffs, the focus should be on developing marketing capabilities for long-term success.
"Marketing isn't just about advertising; it's about strategy, innovation, and building relationships. In the battle against imports, it might just be your best defense."
"While there are global firms, customers are always local. Marketing is the crucial function for understanding the customer and differentiating from competition."
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